Breaking Barriers to Make Tradeshows Accessible for Everyone
by Mark Hebert, Exhibit City News
Tradeshows are dynamic hubs of innovation and connection, bringing industries together under one roof. Yet for attendees with disabilities, these events often highlight significant accessibility gaps. From navigating crowded aisles to enduring sensory overload, many face barriers that limit their ability to fully engage.
While the Americans with Disabilities Act (ADA) sets minimum requirements, meaningful accessibility goes beyond compliance. Tracy Stuckrath, founder of Thrive! Meetings & Events, explains, “There is so much work to be done. Changes might cost money upfront, but they ultimately benefit the entire attendee base—not just those with disabilities.”
Barriers to Accessibility
The challenges disabled attendees encounter are multifaceted. Narrow aisles and high countertops often make it difficult for wheelchair users to navigate or engage with exhibitors. Venue navigation can also be a hurdle. “Sometimes, the exhibit space is only accessible by stairs or through a back-of-house elevator,” Stuckrath says.
Sensory challenges further exclude attendees. Tradeshows are notoriously loud and visually overwhelming, creating difficulties for individuals with sensory processing disorders, autism, or PTSD. Quiet zones or low-sensory areas remain rare despite their importance.
Communication gaps compound these obstacles. Poorly placed signage, videos without captions, and inaccessible apps make it harder for attendees who are deaf or hard of hearing to participate. “Signage is often too small or inconsistent,” Stuckrath notes, highlighting a recurring issue.
Even food and beverage offerings can alienate attendees. Stuckrath adds, “For those with severe allergies or celiac disease, mislabeled or allergen-heavy food options aren’t just inconvenient—they can be life-threatening.”
Building Accessible Solutions
Creating accessible tradeshows doesn’t have to be overwhelming or prohibitively expensive. The first step is listening. Stuckrath advises, “Ask attendees what they need during the registration process and assign someone to follow up on their requirements.”
A proactive venue walkthrough can also make a significant difference. “Navigate the space like someone with a disability—use a scooter, wear an eyepatch, or put in earplugs,” Stuckrath suggests. Better yet, involve someone with a disability in the process to uncover barriers planners might overlook.
Incremental changes can deliver big results. Examples include providing captioned videos, installing ramps, creating low-sensory areas, and offering accessible digital guides. “Don’t try to do it all at once,” Stuckrath advises. “Focus on small, meaningful improvements that build over time.”
Global Lessons on Accessibility
A recent Finnish report, Inclusive Tourism and Participation of Disabled People, highlights that accessibility isn’t just about physical barriers—it’s also about attitudes. Drawing lessons from global events like the Tokyo 2020 Olympics, the report illustrates how accessibility initiatives, such as quiet zones and clearly labeled transportation systems, can leave lasting legacies.
Tokyo’s efforts to embed accessibility in event planning offer a blueprint for tradeshows. By prioritizing universal design principles, organizers addressed both physical barriers and societal attitudes, transforming public spaces to accommodate a broader audience.
Research in Tourism Management further underscores the role of mega-events in changing perceptions. When accessibility becomes a visible priority, it normalizes inclusivity across industries and helps dismantle systemic ableism. For tradeshows, this means rethinking layouts, staff training, and communication tools to ensure equitable participation.
The Business Case for Accessibility
Neglecting accessibility doesn’t just exclude potential attendees—it can also hurt a tradeshow’s bottom line. With one in four U.S. adults living with a disability, according to the CDC, this group represents a substantial portion of the audience.
The Job Accommodation Network (JAN), a resource funded by the U.S. Department of Labor, guides workplace accommodations. JAN reports that most accessibility improvements come at minimal cost but deliver significant benefits, such as increased attendance, improved satisfaction, and stronger loyalty. By prioritizing inclusivity, tradeshows can enhance their reputation and position themselves for long-term success in a competitive industry.
Pioneering a More Inclusive Industry
Tradeshows have a unique opportunity to lead by example. Adopting universal design principles, consulting with accessibility experts, and listening to attendee feedback are critical steps toward creating truly inclusive events.
“Accessibility isn’t about checking a box,” Stuckrath says. “It’s about designing experiences where everyone feels they belong.”
As the tradeshow industry evolves, incremental progress can become transformative change. By prioritizing accessibility, tradeshows can redefine what it means to connect, innovate, and thrive—ensuring no attendee is left behind.
This story originally appeared as a truncated version in the Q1 2025 issue of Exhibit City News, p. 38. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2025/38.
